BERKELEY HEIGHTS, NJ – Americans nationwide will turn to the Yellow Pages
“Florists” heading this month almost twice as much as average. One in every
three users does not have a specific floral shop in mind when referencing the
Yellow Pages, but when they do, 85 percent follow up with a purchase (1). Over
the course of the year there are more than 103 million references to the
“Florists” heading (1).
Nearly half of all references are for flower arrangements or bouquets (46
percent) with the remaining references for flower delivery services (20 percent)
and other items like garden plants and memorial flowers (19 percent) (1). The
average Cupid spends $74 at the point of purchase (1), and according to the
Society of American Florists (SAF), the most common flowers purchased this month
are roses.
To extend the life of your bouquet, SAF has provided a few rose care tips for
the holiday:
— If your roses arrived in plastic water tubes, remove them before
arranging.
— Remove any leaves that will be under water, taking care not to damage
the green bark.
— Re-cut stems by removing 1-2 inches with a sharp knife.
— Immediately after cutting, place roses in a clean, deep vase of water
containing a flower food provided by your local florist.
— Check the flower food solution daily and make sure to keep it full,
clean, and fresh. Replace the solution if it becomes cloudy.
— Keep your roses in a cool place, out of direct sun and drafts.
“Rest assured that whatever flowers you choose will be sure to brighten the
recipient’s day,” said Jennifer Sparks, vice president of marketing for SAF.
“Flowers are versatile. They come in all shapes, sizes and budgets. Your local
florist can help you put together a special arrangement that your loved one will
treasure. No matter what you decide, flowers are scientifically proven to create
happiness and ease worry and anxiety — I can’t think of a better time for
people to have flowers in their lives.”
An Element of Surprise
While research indicates that more than four out of every five (83 percent)
references to this heading are for home or personal reasons, nearly one third
are made from the office (31 percent) (1). This represents a significantly
higher “at work” percentage when compared to other popular Yellow Pages
headings.
Those most likely to reference the “Florists” heading are 35- to 49-year-old
married females with a college degree and a household income between $40,000 and
$100,000 (1).
Return on Advertising Investment
“Local florists know that Yellow Pages advertising will reach their customers,
as well as achieve a superior return on investment. Headings users are great
customers, spending 9 percent more than the average floral customer at the point
of purchase,” said Larry Small, director of research for the YPA. These
purchases, based on local Yellow Pages display ads, result in more than 300
sales per year and over $30,000 in sales revenue per advertiser. In addition,
the average return on investment received from local display ads is $3 in
revenue for every $1 spent. (2)
For more information on Yellow Pages headings, visit: http://www.ypassociation.org.
(1) Knowledge Networks/SRI, June 2009
(2) Intermedia Shopping Study, 2009
About The Yellow Pages Association
The Yellow Pages Association (YPA) (http://www.ypassociation.org and http://www.insideyp.org)
is the largest trade organization of a print and digital media industry valued
at more than $31 billion worldwide ($14 billion in the U.S.). Association
members include Yellow Pages publishers, certified marketing representatives (CMRs),
and associate members (a group of industry stakeholders that include Yellow
Pages advertisers, vendors, and suppliers).
About the Society of American Florists
The Society of American Florists (SAF) (www.aboutflowers.com) is the national
trade association for the floral industry, representing 12,000 growers,
importers, wholesalers and retailers of flowers and plants.
Source:
Society of American Florists
